About the company
Based in São Paulo, Brazil, Singu (now Bluma) is a platform to provide beauty and well-being services wherever you are, on your own time.
Responsibilities
Led a cross-functional team to implement scalable solutions that improved platform performance and stability for the marketplace, handling high traffic during peak loads.
Optimized backend architecture using Serverless Architecture, resulting in increased system reliability and cost savings on infrastructure.
Spearheaded the migration from native apps to React Native, reducing payroll costs by 30% and cutting delivery timelines by consolidating efforts into two codebases instead of managing four native apps.
Principal outcome
Led Singu’s technical evolution over nearly six years — from a 7-person seed-stage startup to the largest beauty and wellness marketplace in Latin America. Built a scalable platform from the ground up, grew the engineering team from 7 to 40+ engineers, and drove the product strategy that made the company an attractive acquisition target for Natura & Co (owner of The Body Shop), one of the world’s largest beauty conglomerates.
Highlights & Recognition
Key milestones from Singu's journey — from celebrity investors to global accelerators.
Deborah Secco, a renowned Brazilian actress, invested in the company.
Selected for the Google for Startups Accelerator program.
Annual convention held to recognize and reward the top professionals on our platform.
Featured on several Brazilian podcasts to discuss the company's tech vision and growth.
Featured Media
Interviews and podcasts where I've shared insights on technology, leadership, and entrepreneurship.
From Developer to CTO at Singu
A podcast interview covering my journey from software developer to CTO — building the team, the platform, and navigating the acquisition by Natura & Co.
Challenges of Creating a Beauty Startup
A candid discussion on the real challenges of building a beauty marketplace from scratch — from product decisions to scaling a two-sided platform.
Projects & Code Contributions
Discover the repositories highlighting the technical solutions and innovations I spearheaded during my time at Singu.
React Native Helpshift
Native bindings for the Helpshift SDK, enabling in-app customer support for iOS and Android. Published as an open-source NPM package used by teams integrating Helpshift into React Native apps. Github